Just over 100 days to go until live events will be back baby! Will your brand be ready? Here’s some inspiration to help you reheat those experiential campaign muscles.
The UK’s taken the first step on the not-so-long road to freedom, and it’s got me giddy with excitement. I’m not alone in this I know, we’re counting down the days united as a nation, and an industry, desperate to reemerge in the physical world. Since the announcement the team at Because has had multiple conversations with past and present clients bubbling over with the buzz of it all (and the fact Spring is firmly on its way now). Brands are once again planning, we’ve taken our first few briefs, strategists are strategising, creatives are creating and soon, very soon, in fact in just over 100 days, live events will be back. Hooray!
We’ve really enjoyed the virtual and digital campaigns that have kept us very busy indeed over the past year. But little beats the combination of creative tech and real-world, face-to-face, human interaction type of experiential that some of us have so missed. I say some of us, because our ANZ contingent had a weekend full of live events just a few weeks ago, so I wouldn’t say we’re out of practice! Take a look here.
As we’re gearing up to start creating those magical shared experiences that stop people in their tracks, we thought we’d share a little live event inspiration to get those creative juices flowing once more. Below are 10 of our favourite pre-covid campaigns. They’re from brands in various sectors from countries spanning the globe. And while each campaign was different, the approach and strategies that were used often fit into at least one of the following five categories:
1. It was surprising or terrifying. Whether it’s an invisible walkway or a demon crawling out of a TV, if it was shocking, it got a lot of attention from our readers. Raw emotion is great clickbait.
2. It was clever and creative. A human claw machine? Why didn’t we think of that! A simple, well-executed idea is always a winner. And a great idea is a great idea, it does not need a heap of fuss to ‘bring it to life’.
3. It served a need. Thirsty on a beach? Here’s a free can of Coke … with a catch. Don’t ever underestimate consumer need-states when marketing a brand. And isn’t it so great we’ll be back on the beach once more (I can already feel the sand between my toes).
4. It used technology in a creative way. Face swapping? Projection mapping? The more high-tech, the better. The past year has shown big and small brands alike that there truly is a world of ‘early adopters’ out there that us marketers now need to satisfy.
5. It was weird. We still don’t know what the KFC painting is about – but for some reason, at Because, we’re into it.
So, without further ado, here’s our top 10 experiential marketing posts from the Because blog archives…
10. Paramount Pictures creates terrifying prank for rings
Shoppers in New York City run for their lives as a haunting character from The Ring comes to life. We’ve shared this case study many times over at our global masterclasses, and it draws gasps from the audience each and every time. Check out the full write-up here.
9. Coca-Cola’s campaign excites dehydrated beachgoers
Sun seekers in Brazil were treated to free cans of Coke – after demolishing a giant ice block… In terms of refreshment it’s hard to beat an ice-cold Coke on a sunny day (even if you have to put a bit of muscle into getting it). Check out the full write-up here.
8. Lay’s human claw grabber machine
Lay’s (the crisp brand also known as Walkers in the UK) installed a pop-up claw crane machine in Japan, where people could actually climb inside and grab the goods themselves. Check out the full write-up here.
7. IKEA’S furnished climbing wall
France make the climb as IKEA launched their 30th store and celebrated by constructing a showroom styled climbing wall. A simple stunt to activate, but visually effective. Check out the full write-up here.
6. BMW’S experiential campaign uses impressive projection mapping
BMW uses ground-breaking projection mapping technology to target consumers in Munich, Seoul, Brussels and Paris to promote its 7-series model. Check out the full write-up here.
5. Netflix targets millenials with experiential ads
This experiential campaign from Netflix invites people to swap faces with characters from their favourite shows. Check out the full write-up here.
4. Orangina’s brand experience gets people shaking
Orangina’s brand experience tricks French locals into believing their drinks are stuck in a vending machine. Check out the full write-up here.
3. KFC’S herbs and spices surprise lights up social media
KFC’s unexpected gift to one delighted Twitter fan in South Dakota is finger lickin’ good. Check out the full write-up here.
2. Rexona shocks shoppers with invisible walkway prank
Rexona creates an invisible walkway that gives unsuspecting shoppers in Sydney quite a scare. Check out the full write-up here.
1. Seth Rogan shocks shoppers with cheeky sausage party prank
Drum roll please! Our post sees Seth Rogen’s NSFW experiential prank give NYC shoppers the fright of their lives. Check out the full write-up here.
So, the countdown has begun. In just over 100 days the UKs people will be (somewhat cautiously) meeting in pubs, strolling through parks, dining in restaurants and browsing in actual brick-and-mortar stores – all places your brand has the ability to really come alive; make them shriek with laughter, scream in fear or just be dumbstruck from delight. Will you be ready to blow your audiences’ minds? Because we can make sure you will be.
Want a little help making magical, live brand experiences your fans just have to share? Give us a shout, we’ve been known to pull off more than a few showstoppers in our time.